1. Understanding Social Customer Relationship Management Adoption: Qualitative Insights
- Author
-
Athula C. Gnanapala, Thilini Chathurika Gamage, and Nicholas J. Ashill
- Subjects
Marketing ,FOS: Economics and business ,Knowledge management ,150599 Marketing not elsewhere classified ,business.industry ,Strategy and Management ,0502 economics and business ,05 social sciences ,050211 marketing ,Dynamic capabilities ,Customer relationship management ,business ,050203 business & management - Abstract
Acknowledging that research on social customer relationship management (CRM) adoption remains scant, grounded in the theoretical perspectives of dynamic capabilities and technology adoption, and exploratory results from a field investigation of twelve firms drawn from a single industry, we identify and group relevant variables that potentially influence social CRM adoption into nine first-order categories. This qualitative picture can be used as a theoretical basis for studying social CRM adoption. Extending practitioners’ understanding of the nature of these categories may lead to better insights into how social CRM adoption can be managed more effectively.
- Published
- 2022
- Full Text
- View/download PDF